Perpetual Traffic

Are you hesitant to invest in your team, fearing they might leave after you put in all that time and money? What if the real risk is in not investing, and they stay? Low-performing and uninspired. In this episode, Lauren and I chat about how investing in your team can create a powerful internal moat that attracts the right people and drives your business forward.
We discuss a recent initiative at Lauren's company in which a team member took the lead to improve an internal process and created an SOP for it. It's a perfect example of why fostering initiative and empowering employees to take ownership can elevate your entire team’s performance.
If you're struggling to create that type of culture, this conversation will give you ideas for reevaluating your core values to ensure your team’s alignment and ultimately build a work environment where the best talent thrives. We also explore how these ideas translate into digital marketing, leadership, and managing remote teams effectively.

In This Episode:
- Core values, employee initiative, & continuous learning
- The risk of not investing in your team and gatekeeping
- Meta's strategic investments in employee acquisition and AI
- Creating an internal moat for your business
- The people analyzer process, based on core values
- Adapting to external challenges in digital marketing
- Why radical candor and emotional intelligence are critical
- Final thoughts on creating a moat and call to action

Mentioned in the Episode:
Gino Wickman’s book, Traction: https://a.co/d/01q1TP4O
Patrick Lencioni’s book, The Ideal Team Player: https://www.amazon.com/dp/1119209595/
Creating custom emojis on Slack: https://slack.com/help/articles/206870177-Add-custom-emoji-and-aliases-to-your-workspace
Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491
Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram -

Stop losing customer insights to privacy blockers! Make confident, data-driven marketing decisions with Tier 11’s Data Suite.
Learn more and schedule a call at: https://www.tiereleven.com/what-we-do/data-suite
Are you flying blind with your ad data? With ad blockers, privacy laws, and tracking issues, Meta can't always give you the full picture. So how do you trust your numbers and make better decisions for your business?

In today’s episode, we tackle a crucial topic for anyone managing Meta ads: how to optimize data for accurate results. Joined by Cameron Campbell, we explain the difference between Meta’s Conversion API (CAPI) and the Tier 11 Data Suite, and why relying on just in-platform metrics can lead you to make costly mistakes.

We also talk about the role of first-party data and why it's the foundation for building a solid marketing strategy. We wrap up with proven strategies on improving your ad campaign's performance, understanding customer acquisition costs, and knowing when to pull the plug on underperforming campaigns.

In This Episode:
- What are Marketing Performance Indicators (MPIs)?
- The problem with Meta's in-platform data
- Comparing Meta’s CAPI with Tier 11 Data Suite
- Differences between first-party and third-party data
- How to measure customer acquisition costs accurately
- Measuring nCAC with Tier 11 Data Suite vs. CAPI
- Comparing data in Meta vs Tier 11 Data Suite’s interfaces
- Understanding time lag and how it impacts your decisions

Mentioned in the Episode:
Get Your Marketing Performance Indicators (MPIs) Checklist Now: https://www.tiereleven.com/mpi
Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Cameron Campbell:
LinkedIn: https://www.linkedin.com/in/cameron-campbell-b5070759/

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 -

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now
Are you still pausing “winning” ads because Meta tells you the CPA is broken? In this episode, we break down the next layer of our three-part series on why turning off Meta’s conversion obsession is the smartest move you can make right now.
John Moran walks us through a real case study where individual category campaigns, feeder strategy, and engagement metrics drove an 80% lift in new customers. We unpack why hook rate, CTR, and directional signals matter more than platform-reported conversions, and how Shopify and blended nCAC become the real source of truth.
We also connect the dots between Meta and Google in a way most marketers completely miss. You’ll hear how improved Meta creative reduced Google spend by 20% while increasing total new customers by 37%. And if you want proof that Meta is a top-of-funnel growth engine and not an attribution tool, this episode lays it out step by step.

In This Episode:
- Why you should not pause winning ads
- Hook rate & outbound CTR benchmarks
- Example of benchmarking with nCAC
- Amazon, Google, and Meta sales overlap
- Case study: Meta’s impact on Google results

Mentioned in the Episode:
Previous Episodes On Why You Should Not Pause Ads: https://www.youtube.com/@perpetual_traffic
Tier 11’s nCAC: https://www.tiereleven.com/ncac
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with John Moran:
LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now
CPAs look awful, so you pause the ads, and then revenue drops across channels. That’s not you. That’s the new reality of Meta Andromeda and the GEM-style ecosystem where “underperformers” can be the very ads feeding your whole business.
John Moran is back to help us break down why cost per result and conversion columns can completely derail your decision-making. We walk through a real example where shifting spend away from a core set of ads didn’t just hurt Meta; it dragged down Amazon, Google, and everything else.

Stick around to learn how we analyze ads by spend, identify themes the market is responding to, and only layer in conversion data after we’ve found the real winners.

In This Episode:
- Why you should stop pausing “underperforming” ads
- Case study: analyzing active ads differently
- How spending shifts affect performance across channels
- Using ad spend instead of conversions to find winning ads
- Real-life example of using spend to analyze ads
- CPA and conversion data challenges

Mentioned in the Episode:
Previous Episode On Why Meta Is The Best Ad Platform: https://www.youtube.com/watch?v=hRnglXjlwMo
Partner With Our Meta Ads Experts: https://www.tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with John Moran:
LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:
Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn -

Create ads that convert every time with Motion’s AI tagging. Get 10% off the first three months of Motion using code TRAFFIC10 at checkout: https://motionapp.com
Are you still treating organic and paid content as separate? It’s time to reconsider! Reza Khadjavi, CEO of Motion, joins us today to break down the key creative trends for 2026. We talk about the importance of "psychological kill shots" (or killer hooks) and how to use them to craft content that not only stops the scroll but drives conversions.
Reza explains how understanding your audience’s organic consumption patterns can guide your paid creative approach for maximum impact. We also discuss the massive shift in creative strategy that’s reshaping how we create ads. From the "effort signal" to the visual diversity needed to avoid creative fatigue, we explore practical tips for maximizing engagement.
Plus, Reza shares valuable data from Motion’s recent creative trends event and how creative testing can be more than just tweaking a few visual elements. Join us for a fresh perspective on how to leverage AI tools and creative iteration to push your campaigns to the next level.

In This Episode:
- Motion's record-breaking virtual event on creative trends
- The collision of organic and paid media
- Mastering hooks: psychological kill shots that drive engagement
- How to create hundreds of ads from a single messaging angle
- Why creative strategists need business acumen
- Determining good creatives and visual formats for ads
- Using Motion for creative inspiration and testing
- Upcoming exclusive Motion bootcamp
- How to connect with Reza Khadjavi

Mentioned in the Episode:
Test Motion AI Tagging: https://motionapp.com/releases/introducing-ai-tagging?utm_source=podcast&utm_medium=sponsor&utm_campaign=perpetual-traffic-podcast&utm_content=introducing-ai-tagging
Book a Demo with Motion: https://motionapp.com/book-a-demo?utm_source=podcast&utm_medium=sponsor&utm_campaign=perpetual-traffic-podcast&utm_content=book-a-demo
Watch Previous Episodes on Meta’s Andromeda: https://perpetualtraffic.com/?s=andromeda
Watch the Episode on YouTube: https://perpetualtraffic.com/youtube
Motion’s 2026 Creative Trends Event: https://motionapp.com/2026-ad-creative-trends-live-lightning-round-motion
Gruns Superfoods Meta Ads Library: